Opinions on corporate and brand identity work.

A division of UnderConsideration.

Share ›

New Logo for Ashley HomeStore



Noted Jan. 20, 2016 by Armin

Industry / Retailers Tags /


(Est. 1945) “Ashley HomeStore is committed to being your trusted partner and style leader for the home. This commitment has made Ashley HomeStore the No. 1 furniture retailer in the U.S. and one of the world’s best-selling furniture store brands with 600 locations in 28 countries.”

Design by


Related links


Images (opinion after)
New Logo for Ashley HomeStore
Logo detail.

Not much on this one but you gotta appreciate a positive redesign for a large company, although both logos miss the chance to fully convey what the business is. The old one looked like it was for an independent plumber or a small home repair store; it looked really cheap. The new one is more upscale for sure and a step very much in the right direction but now it feels like a real estate agency, which is a better place to be than before. Obviously the logo says "homestore" so there is no doubt what it is but the general feel is a little off. It's nice to see a serif for a change and one that pairs well with the thick stroke of the icon, which itself is a commendable evolution of the original. The lock-up, though, is kind of a mess with the centered, stacked typography and the icon on the left. Still, the company is now more on par with, say, Crate & Barrel than Home Depot.

Thanks to Josh Berta for the tip.

Your opinion…

On Icon


On Wordmark



Share ›

Spotted Around the web

Pinned Recent, Big Stories

New Logo for NASCAR

New Logo for NASCAR
Posted Jan. 4, 2017

Curated Best Posts tagged with “Canada”



Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

Many Thanks to our Advertisers

When choosing between competing products and services, please consider our advertisers, who help support Brand New.


Brand New uses Mercury Text ScreenSmart and Operator ScreenSmart from Hoefler & Co.

Webfonts by Hoefler & Co.

Join our Mailing List